Muscle Pharm Corporation (MSLPQ)

[CWS1987]

I think you're overstating the variance in MusclePharm's branding. They have separate lines, but those lines all target different demographics (except the Black and Hardcore lines, which both target the most sophisticated sports nutrition users, but are also both retailer exclusives). The Combat Crunch bar is branded along the lines of Assault, Combat Powder and Amino 1 - their most popular products.

It's not as bright and cheerful as Quest bar, but I don't think that's as big a hurdle to adoption as you're portraying it. The bigger hurdle to mass adoption is the product's overall "hardcore" positioning. I believe a big part of Quest's success is due to the fact that it isn't overtly positioned as a sports nutrition product, so much as a better-for-you/active nutrition bar. That said, I think Combat Crunch can find success in mass channels and will appeal to the types of young, price conscious males who buy Six Star or Body Fortress at the grocery store or hypermarket.

Combat Crunch will never be as big as Clif Bar. People making that comparison have no understanding of the nutrition bar or sports nutrition categories. Clif Bar appeals to vastly more consumer types than Crunch Bar ever will.